 Focus Group
A focus group is a common mechanism for gathering the voice of
the customer. It is a carefully planned small group discussion
designed to obtain participant attitudes and opinions on a defined topic.
Why Use a Focus Group
Some uses of focus groups are to:
- Test consumer reaction to advertising programs
- Explore reaction to new product packaging and design
- See how customers respond to new products
- Understand consumer emotions and thought processes regarding purchase decisions
- Ask voters about their views of political candidates or issues
- Formulate hypotheses that can be tested in quantitative surveys
To ensure the gathering of relevant information, we tailor the initial design elements to meet
each client’s individual needs. The areas that we manage
include:
Pre-Session Planning
- Determining the project purpose, scope, services required
and timing
- Providing a proposed budget and submitting a proposal
Recruiting and Logistics
- Determining a recruiting profile, identifying, and contacting the participants
- Arranging for and managing the field facility
- Developing the moderator’s guide
Group Facilitation
- Moderating the focus group
- Managing all props, demos and special equipment
- Making food arrangements for clients and participants
- Handling all travel-related activity for participants
(if requested)
Analysis and Reporting
- Payment of financial remuneration to the participants
- Arranging for and providing audio-taping and/or videotaping
services
- Producing an executive summary, slide presentation or
full report (if requested)
- Providing printed session transcript (if requested)
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Facilities
The facilities we use are designed to ensure confidentiality
and results. Each focus group suite has a large conference
room, viewing room, private client lounge and private
reception area. Clients sit in comfortable tiered seating.
Video, video-conferencing and video-streaming are available. |
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